Positioning: The Battle for Your MindMcGraw-Hill Education, 3 gen 2001 - 224 pagine The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
Positioning also shows you how to:
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today. |
Dall'interno del libro
Risultati 1-3 di 9
... Automobile model names , right ? Would you be surprised to learn that these are all Chevrolet models ? Chevrolet is one of the most heavily advertised products in the world . In a recent year , General Motors spent more than $ 178 ...
... automobile , for example , was called a " horseless " carriage , a name which allowed the public to position the con- cept against the existing mode of transportation . Words like " off - track " betting , “ lead - free ” gasoline , and ...
Jack Trout, Al Ries. What's a Chevrolet ? For automobiles as well as other products , you can ask yourself that age - old ... automobile brand . Ford is also a company . A Ford Ford might be all right , but there is a real problem for the ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
24 sezioni non visualizzate